Consumer purchase intention on Boba drinks in Kuching during Covid-19

Ricky Chia, Chee Jiun and Magdalene, Efendi and Venus Liew, Khim Sen (2023) Consumer purchase intention on Boba drinks in Kuching during Covid-19. Cogent Business & Managemen, 10 (2). pp. 1-19. ISSN 2331-1975

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Many businesses were badly impacted as consumer spending habit shifted due to Covid-19 outbreak. The purpose of this study is to investigate consumer purchase intention on Boba drink during Covid-19. By adopting Theory of Planned Behavior, this study explores the influence of perceived behavioral control, subjective norm, and attitude. Importantly, perceived risks is added to the conceptual model to study consumer purchase intention amid Covid-19. Boba drink is a popular beverage in every city in Malaysia, including Kuching, where one could easily spot a Boba drink outlet at almost every corner of the city. A total of 394 complete observations have been obtained from the respondents through a selfadministered online survey. The outcome of the analysis uncovered that perceived behavioral control and subjective norm have significant direct relation, while attitude and perceived risks have significant adverse relation with consumer purchase intention during Covid-19. This research offers insights to Boba drink sellers to devise appropriate strategies to market their beverages by targeting consumers’ ability to buy the beverage, health-conscious belief, food safety, and attractive promotion to encourage consumers to buy their products during the pandemic

Item Type: Article
Additional Information: COVID-19
Uncontrolled Keywords: Consumer purchase intention; Boba drink; Covid-19; perceived behavioral control; subjective norm; attitude; perceived risks.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HG Finance
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Faculties, Institutes, Centres > Faculty of Economics and Business
Depositing User: Gani
Date Deposited: 14 Jul 2023 02:54
Last Modified: 14 Jul 2023 02:54

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